36 hours of lectures onProduct management in 25 Minutes
Most new products and serviceswill fail … – they fail is because:    • we get lost in the thick of thin things    • we bui...
Building successful ideas andsuccessful brands is hard work• A study by Nielsen 862 packaged goods  promotions. 50% no imp...
My personal view on marketing• I think there are 3 types of marketers   – Risk takers (they like the macho bit)   – Risk r...
“Let‟s makesure we followthe books…A typical Marketing MBA                          5
An interesting book…   Counterintuitive MarketingStudying brands in 48 categories                                   6
Airlines                Gas Stations                 Mid-priced American CarsAthletic Shoes          Haircare Products    ...
Out of 48 product categories,  Brand Equity scores are:    • Decreasing in   39    • Stable in   5    • Improving in only ...
M.B.A. stands for“Murderer of Brand     Assets”In a connected world, little incremental steps        are the slow death of...
“Learn not tobe careful.”   —Photographer Diane Arbus to her students (Careful = “Thesidelines,” per Harriet Rubin in The ...
Target ROI for a VC company Investment   Investment   Return      ROI    Cum_invest Cum_Return   Cum ROI      1           ...
“Let‟s make adent in theuniverse.”Steve JobsApple Computer                 12
Class SummaryThoughts to leave with                         13
Meaningful differentiation    Is there something that       makes you special      Normal = nothing !                     ...
3 Laws of meaningfuldifferentiation• Law # 1: An overt benefit  – 1 maybe, 2 things better than anyone• Law # 2: Real reas...
Dramatic Difference is a the best predictor of success  Dr. Robert Cooper  Factors of Successful New Products  #1 Unique B...
Clarity in communication  Your advertising needs to   be as good as your best          salesman            17
Every day     YOU        are    bombardedby up to 4,000 ads                     18
Quick test...What is it?                           19
ClarityConfusion is not a good strategy forsuccess.                                       20
Golden Rule of Clarity   Let a customer say NO   because what you offer   doesn’t apply to them.But NEVER let a customer s...
First Law of Marketing Physicssource: 2002 Eureka! Institute                            • Overt Benefit              • You...
Reason To Believe Story3 Chefs - 3 Years -World Cooking Competition Medalists                                      23
Everything SellsAre you offering, value, innovation or service(you need to choose ! )    24
Everything you do with a brand is selling…                                        25
1 + 1 + 1 + 1 = Beauty1 + 1 + 1 + 0 = Failure                      26
Good Marketing is about [part 1] What… Dramatic differences Clarity in communication Everything Selling                   ...
Be RealCandor Counts !                  28
Why Candor counts…• People want authentic brands• They don’t trust advertising  – 93% of consumers do not have confidence ...
If you lie, consumers will punishyou. (Dell Hell = 366,000 hits !)                                    30
Be connected  Good advertising = niceGood word of mouth = Great !                               31
The Law of 250• Every person knows at least 250 other people.• Each of your contacts knows at least 250 people.  So that’s...
Corollary to Law of 250• It is typically not your first level contact that  eventually hires you - in fact, you’ll probabl...
These are the contacts likely                                          Key to most success          You  4 Layers of Separ...
Gain exposure to the envelope ofserendipity: go to parties                                   35
Don’t be fooled by the       experts !   Develop gut feelings   Talk to non-experts                          36
Wisdom of crowds in action                        • Who Wants to Be a                          Millionaire?               ...
An example• What makes new products successful  – A better product  – Market potential  – Market synergy  All the things c...
Yes                                                            Yes                                                     Sou...
Personal opinion:All the success criteria identified in thewinners/losers article are relevant. But whatmakes a product a ...
Have fun If you enjoy what you do… you’re         likely to do it wellIf you believe you’ll do it even better             ...
• Increase the quality of life• Right a wrong• Prevent the end of something good                                      42
Expand your horizons Good marketing is about business          and people. Understanding business is easy…understanding pe...
Make it your job to learn• What you should be learning…   – Organizational behavior   – Psychology   – Design• Collect stu...
A few good booksFun                                  Academic• Re-imagine                         • Judgment Under Uncerta...
But remember…Your education is what youremember long after what you havebeen taught is forgotten…Make it yours, make it fu...
Good Marketing is about [part 2] What…                    How…                          Be Real Dramatic differences     B...
Share of customerNever think you own yourcustomer… you earn them        every day                           48
A traditional view of the market              Product Marketing    49               Bryan Cassady
The reality                           "Our buyers"              Product Marketing           50               Bryan Cassady
A continuum of loyalty    Not Aware                                    Sole Buyer                Product Marketing        ...
A brand’s most valuable customersgive most of their business tocompetitive brands                                    52
11 Representative FMCG Brands Not Aware                    31% to                    the brand             69% to         ...
Keep a dialogue open Remember to talk with yourcustomers on a regular basis.. What they want is important                 ...
Using advanced marketingtechniques for lunch...                       • RFM                                 – This is what...
Good Marketing [the full picture] What…                    How…                          Be Real Dramatic differences     ...
“Life [and your career] is not ajourney to the grave with theintention of arriving safely in apretty and well-preserved bo...
A simple 3 step program for brands and people  1. What you are                     2. What are you  Good at               ...
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Founder institute 36 hours of courses in 25 minutes

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Founder institute 36 hours of courses in 25 minutes

  1. 1. 36 hours of lectures onProduct management in 25 Minutes
  2. 2. Most new products and serviceswill fail … – they fail is because: • we get lost in the thick of thin things • we build products and services no one cares about – worse yet, product successes are getting smaller • too much incrementalism • formula driven marketing vs. inspired marketing Product Marketing 2 Bryan Cassady
  3. 3. Building successful ideas andsuccessful brands is hard work• A study by Nielsen 862 packaged goods promotions. 50% no impact, less than 1 in 10, plus 10% – 90% of new products fail – Few companies have proven their advertising works Product Marketing 3 Bryan Cassady
  4. 4. My personal view on marketing• I think there are 3 types of marketers – Risk takers (they like the macho bit) – Risk reducers (they like getting house odds), but scare to act – Risk reducers ready to act…• A good marketer will build a strategy that increases odds of success from – 10% – to 20% A great marketer will – to 50% also do lots of stuff that fails Product Marketing 4 Bryan Cassady
  5. 5. “Let‟s makesure we followthe books…A typical Marketing MBA 5
  6. 6. An interesting book… Counterintuitive MarketingStudying brands in 48 categories 6
  7. 7. Airlines Gas Stations Mid-priced American CarsAthletic Shoes Haircare Products Mid-priced Foreign CarsAuto Insurance Headache Remedies Motor OilsBanks Health & Fitness Clubs NewspapersBeers Home Entertainment Equip. Office Supply StoresBookstores Hotels Personal ComputersBottled water Household Cleansers Pet Supply StoresCatalog clothing Internet Search Engines Political PartiesCigarettes Internet Service Providers Potato ChipsColas Jewelry Rental CarsCold Cereals Laundry Detergents SoapsCookies Liquor Spaghetti SaucesCosmetics Long-Distance Telephone ToothpastesCredit Cards Luxury American Cars TV NetworksDepartment Stores Luxury Foreign Cars Weight Loss ProgramsFast Food Restaurants Major Household Appliances Wireless or Cellular Tel. 7
  8. 8. Out of 48 product categories, Brand Equity scores are: • Decreasing in 39 • Stable in 5 • Improving in only 4 8
  9. 9. M.B.A. stands for“Murderer of Brand Assets”In a connected world, little incremental steps are the slow death of a brand 9
  10. 10. “Learn not tobe careful.” —Photographer Diane Arbus to her students (Careful = “Thesidelines,” per Harriet Rubin in The Princessa) 10
  11. 11. Target ROI for a VC company Investment Investment Return ROI Cum_invest Cum_Return Cum ROI 1 100 2000 2000% 100 2000 2000% 2 100 150 150% 200 2150 1075% 3 100 100 100% 300 2250 750% 4 100 100 100% 400 2350 588% 5 100 50 50% 500 2400 480% 6 100 50 50% 600 2450 408% 7 100 25 25% 700 2475 354% 8 100 25 25% 800 2500 313% 9 100 10 10% 900 2510 279% 10 100 10 10% 1000 2520 252% 11 100 5 5% 1100 2525 230% 12 100 4 4% 1200 2529 211% 13 100 3 3% 1300 2532 195% 14 100 2 2% 1400 2534 181% 15 100 1 1% 1500 2535 169% 16 100 1 1% 1600 2536 159% 17 100 1 1% 1700 2537 149% 18 100 0 0% 1800 2537 141% 19 100 0 0% 1900 2537 134% 20 100 0 0% 2000 2537 127% Totals 2000 2537 127% Throw out 4 losers and your ROI increases 159% Throw out the winner and your ROI falls to -72% 11
  12. 12. “Let‟s make adent in theuniverse.”Steve JobsApple Computer 12
  13. 13. Class SummaryThoughts to leave with 13
  14. 14. Meaningful differentiation Is there something that makes you special Normal = nothing ! 14
  15. 15. 3 Laws of meaningfuldifferentiation• Law # 1: An overt benefit – 1 maybe, 2 things better than anyone• Law # 2: Real reason to believe – Credible, honest, memorable• Law # 3: DRAMATIC difference – Not itsy bitsy differences, but something that sticks in people’s brains Example: Student applications and the 10,000 pound cookie Product Marketing 15 Bryan Cassady
  16. 16. Dramatic Difference is a the best predictor of success Dr. Robert Cooper Factors of Successful New Products #1 Unique Benefit (Dramatic Difference) 218 #2 Fit with Company 142 (Resources, skills, abilities) #3 Large &/or Growing Market 100 McMaster University Hamilton, Ontario, Canada 16
  17. 17. Clarity in communication Your advertising needs to be as good as your best salesman 17
  18. 18. Every day YOU are bombardedby up to 4,000 ads 18
  19. 19. Quick test...What is it? 19
  20. 20. ClarityConfusion is not a good strategy forsuccess. 20
  21. 21. Golden Rule of Clarity Let a customer say NO because what you offer doesn’t apply to them.But NEVER let a customer say NO because they don’t understand what you’re offering. 21
  22. 22. First Law of Marketing Physicssource: 2002 Eureka! Institute • Overt Benefit • You TRIPLE the effectiveness of • your marketing efforts by OVERTLY • communicating your customer benefit Overt Benefit Level Probability of Success Low Overt Benefit 13% Medium Overt Benefit 26% High Overt Benefit Product Marketing 38% 22 Bryan Cassady
  23. 23. Reason To Believe Story3 Chefs - 3 Years -World Cooking Competition Medalists 23
  24. 24. Everything SellsAre you offering, value, innovation or service(you need to choose ! ) 24
  25. 25. Everything you do with a brand is selling… 25
  26. 26. 1 + 1 + 1 + 1 = Beauty1 + 1 + 1 + 0 = Failure 26
  27. 27. Good Marketing is about [part 1] What… Dramatic differences Clarity in communication Everything Selling 27
  28. 28. Be RealCandor Counts ! 28
  29. 29. Why Candor counts…• People want authentic brands• They don’t trust advertising – 93% of consumers do not have confidence in the advertising messages of major corporations. (Yankelovic)• Hated brands can win ! (polarization is good !) – Build a brand consumer hate, and there is a good chance you’ll build your bank account Product Marketing 29 Bryan Cassady
  30. 30. If you lie, consumers will punishyou. (Dell Hell = 366,000 hits !) 30
  31. 31. Be connected Good advertising = niceGood word of mouth = Great ! 31
  32. 32. The Law of 250• Every person knows at least 250 other people.• Each of your contacts knows at least 250 people. So that’s 62,500 at your 2nd level.• Each of your 2nd level contacts knows 250 people - and that’s over 15,000,000 Product Marketing 32 Bryan Cassady
  33. 33. Corollary to Law of 250• It is typically not your first level contact that eventually hires you - in fact, you’ll probably find that the hiring contact may be 2, 3 or 4 levels deep.• Some sociologists have found that “acquaintances are more likely than family members to give individuals direct information and to recommend them for opportunities.” (Mark Granovetter, “The Strength of Weak Ties” Product Marketing 33 Bryan Cassady
  34. 34. These are the contacts likely Key to most success You 4 Layers of SeparationLevel 1 Level 2 Level 3 Level 4 Contact Contact ContactContactYour Friend Alice’s Uncle Bill’s Friend Carol’s Boss Alice Bill Carol David 34
  35. 35. Gain exposure to the envelope ofserendipity: go to parties 35
  36. 36. Don’t be fooled by the experts ! Develop gut feelings Talk to non-experts 36
  37. 37. Wisdom of crowds in action • Who Wants to Be a Millionaire? 15 questions = $ 1 million Phone a friend vs Audience 61% vs 91% accuracy Product Marketing 37 Bryan Cassady
  38. 38. An example• What makes new products successful – A better product – Market potential – Market synergy All the things covered in the article, winners and losers… Product Marketing 38 Bryan Cassady
  39. 39. Yes Yes Source: New products what separates winners from losers Cooper & Kleinschmidt2 out of 10 real differences, the rest statistically significant 39
  40. 40. Personal opinion:All the success criteria identified in thewinners/losers article are relevant. But whatmakes a product a success isAn exceptionally high score on 1 criteria ormore likely…A good score on a range of criteria 40
  41. 41. Have fun If you enjoy what you do… you’re likely to do it wellIf you believe you’ll do it even better 41
  42. 42. • Increase the quality of life• Right a wrong• Prevent the end of something good 42
  43. 43. Expand your horizons Good marketing is about business and people. Understanding business is easy…understanding people takes lifetime 43
  44. 44. Make it your job to learn• What you should be learning… – Organizational behavior – Psychology – Design• Collect stuff – Cool advertising – Great product ideas – Beautiful design Product Marketing 44 Bryan Cassady
  45. 45. A few good booksFun Academic• Re-imagine • Judgment Under Uncertainty:• The Cluetrain Manifesto Heuristics and Biases• All marketers are liars • The Difference: How the• Paradigms Power of Diversity Creates• Funky business Better Groups, Firms,• Influence: The Psychology of Schools, and Societies Persuasion• A Mind of Its Own: How Your Not fun, but worth reading Brain Distorts and Deceives • The Pyramid PrincipleQuasi-Academic• The Black Swan or Fooled by Randomness• Linked Product Marketing 45 Bryan Cassady
  46. 46. But remember…Your education is what youremember long after what you havebeen taught is forgotten…Make it yours, make it fun … 46
  47. 47. Good Marketing is about [part 2] What… How… Be Real Dramatic differences Be connected Clarity in communication Don’t be fooled Everything Selling Have fun Learn 47
  48. 48. Share of customerNever think you own yourcustomer… you earn them every day 48
  49. 49. A traditional view of the market Product Marketing 49 Bryan Cassady
  50. 50. The reality "Our buyers" Product Marketing 50 Bryan Cassady
  51. 51. A continuum of loyalty Not Aware Sole Buyer Product Marketing 51 Bryan Cassady
  52. 52. A brand’s most valuable customersgive most of their business tocompetitive brands 52
  53. 53. 11 Representative FMCG Brands Not Aware 31% to the brand 69% to the competition Sole Buyer 53
  54. 54. Keep a dialogue open Remember to talk with yourcustomers on a regular basis.. What they want is important 54
  55. 55. Using advanced marketingtechniques for lunch... • RFM – This is what you ordered last time – And this is how much you ate... • Analysis techniques – Based on your weight, height, social background • You expect them to ask, why dont you ? Product Marketing 55 Bryan Cassady
  56. 56. Good Marketing [the full picture] What… How… Be Real Dramatic differences Be connected Clarity in communication Don’t be fooled Everything Selling Have fun Learn Measures Share of customer Ongoing dialogue: what do they say 56
  57. 57. “Life [and your career] is not ajourney to the grave with theintention of arriving safely in apretty and well-preserved body—but rather a skid in broadside,thoroughly used up, totally wornout, and loudly proclaiming,„Wow, what a ride!‟ ” —anon. 57
  58. 58. A simple 3 step program for brands and people 1. What you are 2. What are you Good at Made to doMagic 3. What will people pay for 58

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